The Government of Mexico City has introduced the "Kushuf" (Xoli) chatbot, which will provide integrated information about tourism and cultural services, in line with the significant increase in the number of visitors expected during the 2026 FIFA World Cup. This digital service will enable individuals to easily access necessary information via WhatsApp, in both English and Spanish. This development is partly based on the government's vision to transform the World Cup into a driver of economic and cultural development across the country.
During a press conference, Clara Brugada, the head of the local government of Mexico City, confirmed that "Kushuf" will be the technological tool that connects culture, tourism, and entertainment, facilitating communication between citizens and visitors. This step is part of ongoing efforts to improve the city's digital infrastructure and enhance economic links.
The chatbot was entirely developed by the local government, resulting from a collaboration between the Digital Agency for Public Innovation and the Ministries of Tourism and Culture. Thanks to this partnership, visitors can use the service continuously, 24 hours a day, seven days a week. It is easy to use; users can simply open WhatsApp, contact the dedicated service number, and then select their preferred language.
The launch of "Kushuf" is part of the intensive preparations that the Mexican government is undertaking for the highly anticipated tournament, which will be the first time three countries host the event, with 48 teams participating. This initiative demonstrates that the government recognizes the importance of sports in promoting tourism and the local economy and reflects the country's commitment to making the World Cup experience unique.
As part of this major event, a special section within "Kushuf" will be provided to gather information related to matches, special events, match details, and cultural workshops. This initiative aims to offer reliable and rapid information to visitors and citizens, as highlighted by Alejandra Frusto, the Minister of Tourism, who confirmed that the city's preparations include over 3,000 tourist, entertainment, and cultural activities daily, which could rise to 5,000 activities during peak periods.
These preparations are part of a comprehensive plan led by the Mexican government, which had previously announced the "2026 World Cup Social Plan" that includes organizing more than 177 events and 5,000 activities connected to the tournament. Additionally, plans include the creation of an app called "Discover Mexico" to provide visitors with updated information about matches and stadiums, as well as establishing a ticket sales platform in both Spanish and Mexican, which will enhance the implementation of local regulations in this area.
Despite these exciting efforts, many experts are warning about the potential environmental impacts that this event may have on the city's balance of life, as it could put further pressure on essential services like water and electricity. Studies have indicated that current figures do not reflect environmental sustainability within the government's plans.
Interestingly, these events demonstrate how sports can be a catalyst for development, as the World Cup will be a great opportunity to boost tourism and trade in Mexico, representing the concept of a global club reflecting passion and cultural diversity.
While Arab countries are looking into developing similar initiatives to promote tourism and culture during major event seasons, the Mexican approach is considered a model to emulate in leveraging technological advancements to enhance tourism and culture.